Based on the SEO Periodic Table Developed by Search Engine Land

Mastering Local Visibility Online

Most Architecture, Engineering, and Construction (AEC) firms focus their work on certain areas, whether that be regions or states. When it comes to Search Engine Optimization (SEO), “Local” SEO is what ensures an AEC firm’s site and information are found by the right people—the people who are local and relevant to them. It does no good if a Wisconsin construction firm can’t be found by Wisconsin searchers.

Local SEO plays a pivotal role when potential clients search for "contractors near me," making sure that nearby contractor firms appear in search results.

How to Increase Local Visibility

Present Your Projects

Locations (Lc): Geographical relevance is essential. Ensure that the location of each project is clearly mentioned on its respective description page. Incorporating location details enhances visibility across all areas where your firm has executed projects, thereby improving discoverability beyond your primary office location.

Ensure Consistency in Business Listings

Name, Address, Phone Number (NAP): Speaking of office location, always have your name, address, and phone number sorted. Your NAP should be correct and consistent everywhere it is listed, including on others’ sites or articles. Inconsistencies will confuse search engines and users.

Citations (Ci) refer to online resources where your NAP is provided—such as an online business directory. The most popular citations are Google My Business (GMB), Facebook, Bing Maps, and Yelp. Having your firm cited does a lot of work for your business legitimacy both on an SEO and perception level, and it’s worth making sure you’re listed in the correct industry category on at least the most popular citations, if not more.

Prioritize Key Citations

Google My Business (GMB): While a broad spectrum of citations is beneficial, emphasis should be placed on Google My Business. A GMB listing is crucial for visibility on Google Maps, a key tool for local searches. The absence of your firm on digital mapping platforms can detract from your credibility and deter potential clients.

Incorporate Client Feedback

Reviews (Rv): Client testimonials, case studies, and online reviews are invaluable in affirming your firm's expertise and reliability. Encourage satisfied clients to leave positive feedback, particularly on platforms like GMB where reviews are prominently displayed. Actively responding to all reviews, positive or negative, in a professional manner further enhances your firm's reputation.

Local SEO for AEC firms involves a combination of foundational tasks and ongoing engagement strategies, such as maintaining accurate listings, enhancing project visibility with location details, securing essential citations, and actively managing online reviews. By diligently implementing these strategies, your firm can significantly improve its local search visibility and attract the right clientele.

Optimize your AEC firm's online presence for local relevance and ensure visibility to the most pertinent audience.